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SXSW 2018

Algorithms and UX: Defining Personas the Smart Way

User personas are essential to the creation of user-centric digital experiences. But while personas help product teams solve user problems, creating them is a time intensive process, fraught with the risk of bias.
What if it was possible to use machine learning to better classify users and identify their needs?
In this talk we’ll share what a software engineer and an information architect learned by getting together to see if machines are better at understanding humans than humans themselves

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  1. What are the advantages of having developers and User Experience (UX) professionals working closer to create digital experiences?
  2. How technology can be used as tool to improve and facilitate the creation of digital experiences from a UX perspective?
  3. How to use machine learning technology to improve and facilitate the process of identifying user personas?


  • Anna Raquel Serra, Experience Lead, Huge
  • Isabella Silveira, Software Engineer , Huge


Thiago Jansen, Communication Coordinator, Huge

Meta Information:

  • Event: SXSW
  • Format: Dual
  • Track: Intelligent Future
  • Track 2
  • Level: Intermediate
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